World Cup winner joined by multiple top-level athletes in criticism of controversial Sydney Sweeney advert
World Cup winner joined by multiple top-level athletes in criticism of controversial Sydney Sweeney advert
World Cup winner Katherine Merchant has hit out at American actress Sydney Sweeney after an advert was released for the sports betting company, Novig, in which the model was shown posing naked, with only sports equipment covering her exposed body.
The advert has been widely criticised around the sporting world for its sexualisation of women and how it reinforces the idea of women being judged by their appearances rather than their achievements.
Merchant, who now works as a fitness coach, released a video on TikTok showing various clips of her playing for both club and country, with the caption: ‘Sydney Sweeney does not represent women in sport’.
Her impressive career spanned over nine years on the international circuit, appearing in three World Cups, including the 2010 and 2014 versions, as well as the 2013 Rugby World Cup Sevens. Since retiring on medical grounds in 2014, Merchant diversified into coaching and personal training.
A pushback among sports stars
The 40-year-old sports star is one of hundreds to have spoken out against the new Sweeney advert, and has been joined in the rugby world by many former and current players who feel that this advert undermines their achievements in sport.
Ellie Boatman, the USA Sevens star, released her own video, saying: “Sorry what the actual heck is going on with that sports Ad..but hey Sydney this is what women’s sport actually looks like. We train and work hard to achieve what we have and we seriously don’t want sexualisation in sport to be the only way women are recognised. Many of us are super feminine, love to dress up and look good but we also want to be taken seriously as athletes too!! That Ad is realllllyyy not it.”
Confirmed: Sydney Sweeney knows ball. pic.twitter.com/EXQ4PzVZsi
— Novig (@Novig) September 9, 2026
Scotland centre Evie Wills also made her own, saying: “Strong & sweaty is beautiful”, while Canadian rugby sevens player and Olympian Piper Logan added: “It IS that deep.”
Sweeney, however, appears to stand by her appearance in a company she is now a strategic partner and equity holder in, revealing in a statement that the campaign was “about embracing a fun idea”.
“The concept is simple: cut through the noise and put the focus entirely on sports,” she claimed. “The campaign brings that idea to life with confidence, humour and a playful edge.”